The U.S. Open has a new off-court champion

As the U.S. Open reaches its climax, the women's field is generating significant excitement, featuring names like Aryna Sabalenka, Coco Gauff, and Iga Świątek, alongside crowd favorites Naomi Osaka and Serena Williams making a return. However, the true victor of this year's tournament might be a surprise underdog from the Philippines: 17-year-old Alex Eala.

While achieving victory on the court would be an impressive feat for the young athlete, his growing popularity and support are likely to make him a champion in his own right, both among fans and brands.

Just a year ago, Eala was relatively unknown, ranking 140th in the world. Her rise to prominence began with a dramatic semifinal run at the 2025 Miami Open. Since then, her devoted fan base has expanded rapidly, fueled by her underdog victories, such as her win over top-seeded Jessica Pegula at the D.C. Open, securing her first singles title.

Eala's rising status is evident in various aspects: her Instagram following now exceeds 2 million, tournaments have adjusted to accommodate her high demand, and her U.S. Open exhibition match against Iva Jovic garnered over a million views on the U.S. Open's YouTube channel within 24 hours.

The attention has not gone unnoticed by brands. Eala already has sponsors such as Nike, Globe Telecom, Babolat, Bank of the Philippine Islands, Milo Philippines, and a locally popular juice drink brand. With prominent sponsors like Marriott Bonvoy, who recently named her the face of their "Tennis the World" campaign for the Asia-Pacific region ahead of the 2027 Australian Open, Eala's star may continue to rise.

Nike, her longtime sponsor since 2019, is reportedly increasing its investment in Eala, a trend that is expected to continue if she performs well at the U.S. Open. Her current estimated endorsement earnings reach $5 million per year, but sports agent Max Eisenbud predicts this figure could quadruple in the coming years, placing her among elite female athletes like Coco Gauff and skier Eileen Gu.

While Eala's talent is evident, her serve still requires improvement. However, her record of defeating top-10 opponents suggests she possesses the potential for upsets. The Philippines, with a population of 120 million and a substantial diaspora, may not traditionally be a tennis-focused country, but Eala's popularity is a testament to her ability to attract enthusiastic new followers to the sport.

Her approachable demeanor, willingness to communicate in Tagalog during interviews, and her acceptance of adoring fans' requests have endeared her to many. Eala's genuine and modest attitude is surprising even to her, as she expressed after her opening-round win at the U.S. Open.